VaynerMedia has secured the global media account for Asos after a competitive pitch. Operating from its London office, the agency will concentrate on brand development and employ a comprehensive “full-funnel” marketing strategy throughout 2024, with a primary focus on the UK and US markets.
Dan Elton, senior customer director at Asos, highlighted the agency’s distinctive strength in understanding its team as practitioners. Notably, there was no prior agency as Asos had previously managed its media planning and buying in-house.
Ed Turner, vice-president of media EMEA at VaynerMedia, emphasized the agency’s commitment to attention, relevance, and tangible business results. He expressed the agency’s intention to uncover actual consumer attention through proprietary tools and processes, emphasizing a shift away from mere “potential reach.” The approach prioritizes driving business impact over superficial media metrics.